We’re in the middle of a seismic shift — one that’s not just reshaping how we communicate, but redefining who we are as communication professionals.
At the Global Alliance Symposium in Venice on Friday 16 May 2025, the Global Alliance for Public Relations and Communication Management released groundbreaking research into the state of AI in our profession. Titled Reimagining Tomorrow: AI in PR and Communication Management, the report reflects the views of nearly 500 communication professionals across the globe.
Conducted by the Centre for Strategic Communication Excellence and Reputation Lighthouse, the research reveals a profession embracing the potential of AI, while still struggling to align that enthusiasm with strategic direction, ethical standards, and governance frameworks.
As Prof. Justin Green, President and CEO of the Global Alliance, said in the report’s introduction:
“This report lays the foundation for a deeper, global conversation through the Responsible Communication Movement led by the Global Alliance — an initiative to ensure PR and communication professionals lead with purpose, integrity, and foresight in an AI-enabled world.”
This isn’t just about technology. It’s about leadership, purpose, and the role communication professionals must play in shaping the future — before it’s shaped for us.
The Promise and the Paradox
The data gives us reason to be optimistic:
- 91% of organisations now permit the use of AI in communication.
- 65.2% provide access across teams, democratising AI use.
- AI is widely used for content creation (71.4%), quality improvement (39.9%), automation (35.9%) and creative support.
But this widespread adoption masks a deeper concern:
- Only 39.4% of organisations have responsible AI frameworks.
- 38.3% operate without any constraints at all.
- Just 8.2% of communication professionals are involved in AI strategy or governance — even though that’s precisely where we say we want to be.
And perhaps most worryingly, fewer than half of us are discussing with our stakeholders how AI is used in our organisations.
That’s a trust gap we can’t afford to ignore.
Six Actions Communication Professionals Must Take Now
This research not only identifies the problems. It offers a blueprint for action. Here’s where I believe we need to step up — urgently.
1. Lead the Governance Conversation
AI governance isn’t a tech problem. It’s a communication issue — one that impacts risk, ethics, transparency, and ultimately, reputation.
We must be part of the teams shaping responsible AI use, not just delivering outputs. We need to advise on ethical guardrails, not wait to fix reputational damage after it’s done.
2. Build AI Literacy — Fast
Only 26.2% of communication professionals feel confident in assessing AI’s ethical implications. That’s not enough.
We must quickly upskill — not to become technologists, but to become strategic advisors. We need to understand:
- How AI works
- Where it can go wrong
- How to evaluate its use
- And how to communicate its role responsibly
This is foundational knowledge now, not future-focused development.
3. Use AI Strategically — Not Just Tactically
AI is still being used primarily for writing content. That’s useful, but it’s not where we add the most value.
The opportunity lies in:
- Monitoring sentiment and emerging risks
- Personalising audience engagement
- Driving insight through data
- Shaping scenario planning and strategic foresight
We need to move from being users to designers of how AI supports our strategic communication outcomes.
4. Communicate Transparently
Fewer than 50% of communication professionals discuss AI ethics or responsible use. Just 35.6% are explaining their governance structures.
We know how to communicate change — it’s what we do. So why are we so quiet on this?
It’s time to model the transparency we ask of others:
- Share how AI is used
- Explain your principles
- Invite feedback
- Make ethical use a visible commitment, not a hidden process
5. Coach Leaders Through the Change
AI is fuelling anxiety across every level of the workforce. Leaders need help to communicate clearly, ethically and confidently.
As communication professionals, we are uniquely positioned to coach them through this moment, not just with messages, but with meaning.
Provide:
- External context and insight
- Language for ethical leadership
- Tools to engage their teams
- Feedback to build trust
This is how we create communication competence across the leadership team — and how we cement our strategic role.
6. Champion Responsible Use with Purpose
AI can scale reach, personalise communication, and bridge language and accessibility gaps. But only if used responsibly.
We must ensure:
- AI serves human connection, not replaces it
- Transparency is standard, not optional
- Equity, culture and inclusion are embedded, not ignored
- Decisions are made with oversight and accountability
This is where our ethics, judgment and professional values must shine through.
Our Role Is Evolving — Are You Ready?
The Reimagining Tomorrow research shows that AI is accelerating the shift from tactical execution to strategic leadership. Our role is changing. Our skillset is expanding. And our impact has the potential to grow significantly — if we act with urgency, insight and intent.
The Time to Act is Now
This isn’t just a report. It’s a mirror. It shows us where we are — and where we must go.
If we don’t lead this change, someone else will. And the risk isn’t just that we’re left behind — it’s that trust is lost along the way.
We have the knowledge. We have access. We have the relationships. Let’s use them.
Let’s reimagine tomorrow — and then build it.
If you’re ready to lead with clarity, confidence and credibility in an AI-powered world, explore the Certificate in AI for Communication (CAICP) — the Centre for Strategic Communication Excellence’s program for communication professionals who want to lead responsible, ethical, and effective AI strategies in their organisations.
This article is based on findings from the Reimagining Tomorrow: AI in PR and Communication Managementsurvey, released at the Global Alliance Symposium in Venice on 16 May 2025. The research was conducted by the Centre for Strategic Communication Excellence in partnership with Reputation Lighthouse on behalf of the Global Alliance for Public Relations and Communication Management.
Reimagining Tomorrow:
AI in PR and Communication Management
This comprehensive global study, representing nearly 500 voices from across the PR and communication profession, provides powerful insights into how our industry is navigating the AI revolution. The findings reveal both remarkable opportunities and critical challenges that will shape the future of our profession.
